MBA634

Consumer Behaviour
Course Syllabus

Objective of the course: The objective of this course is to provide students with an understanding of consumer behavior.

Course Description: Students will be better able to understand how theories, consumer and organization decision-
making, and buyer behavior trends inform how marketing practitioners make decisions. This will largely be placed in the
context of (i) a micro-level analysis, which relates to more immediate or individual aspects of consumer and
organizational buying behavior; and (ii) an understanding of the macro-level, relating to how the broader environment
and cultural issues influence consumption (e.g. economic conditions, cultural trends and family size).

Semester: 2017 Autumn

Timings: Tuesday: 12 - 1:30 pm
Wednesday: 2 - 3:30 pm
Classroom: New IME Building Room C2

Instructor: Dr. Devlina Chatterjee, Room 211, IME Building

Ph: 259 6960 (Office)
Email: devlina@iitk.ac.in (Please always write MBA634-2017 in the subject line)

Text Book:
Consumer Behaviour, 11 Ed, Schiffman, Wisenbilt and Kumar, Publisher: Pearson India Publication Date: 2015

Alternate Books:
Consumer Behavior by Frank Kardes, Maria Cronley, Thomas Cline Publisher: Cengage Learning
Consumer Behaviour : Buying, Having and Being by Michael R Solomon and Charles T. Horngren, Published: 2002

Evaluation scheme:
Attendance - 5%
Quizzes + Class Discussions - 15%
Case studies group assignments - 20%
Term Project - 20%
Final exam - 40%

Academic Integrity: If you are caught cheating or copying on any assignment, quiz or exam, you will get zero total marks
on it. An additional penalty may be given based on the severity of the offence.

Topics to be covered:
1. Technology-Driven Consumer Behavior 7. Consumer Decision-Making and Diffusion of
(Schiffman, Ch1) Innovations (Schiffman, Ch14)
2. Segmentation, Targeting and Positioning
(Schiffman, Ch2) The Consumer as a Social Entity
8. The Family and Its Social Class Standing
The Consumer as an Individual (Schiffman, Ch10)
3. Consumer Motivation and Personality 9. Cultures Influence on Consumer Behavior
(Schiffman, Ch3) (Schiffman, Ch11)
4. Consumer Perception
(Schiffman, Ch4) Communicating Strategies
5. Consumer Learning 10. Persuading Consumers
(Schiffman, Ch5) (Schiffman, Ch7)
6. Consumer Attitude Formation and Change 11. From Print and Broadcast Advertising to Social
(Schiffman, Ch6) and Mobile Media(Schiffman, Ch8)